Expansion of the mixed-use destination opens to public with all-day affair on April 13

WHAT: Avalon, the upscale mixed-use “urbanburb” in Alpharetta, will double in size and triple in density with the official opening of Boulevard East on Thursday, April 13. The expansion will add 1,000 new jobs, 350 residents and 20 stores and restaurants to the Alpharetta community.

Celebrate Avalon is the official 13-hour grand opening of Boulevard East. The day-long celebration is free to attend and open to the public. The grand opening begins at 9 a.m. with a ribbon-cutting ceremony featuring speeches from Alpharetta Mayor David Belle Isle, developer Mark Toro and state Sen. Brandon Beach. The festivities continue throughout the day with a scavenger hunt, family-fun performances, chef samplings, a fashion show, live musical performances, craft cocktails and more. See below for details.

New retailers joining Avalon on April 13 include: Brooks Brothers, Urban Outfitters, Scout & Molly’s, Levi’s, Williams Sonoma, Hammer Made, Boogaloos, Lucky Brand, Pottery Barn, South Moon Under, Apple and Boardroom Salon for Men. New restaurants include: Barleygarden Kitchen and Craft Bar, District III, Jeni’s Splendid Ice Creams, Chick-Fil-A, Rumi’s Kitchen, MF Bar and Brine Seafood Shack.

The all-day celebration will be complete with specials from Avalon’s retailers, new and old: wouldn't be complete without party favors! Check out the amazing retailbelow:

Boardroom Salon for Men - Stop by on Thursday for tours of the salon, and door prizes for guests including complimentary services, gift cards valued from $10 to $100 dollars, and the opportunity to sign up to win an Annual Membership valued at $825.

Boogaloo's - In-store giveaways and catering on Thursday, April 13.

Brooks Brothers - Come in on Thursday, April 13 to learn from our in-house experts how to tie a bow tie and wrap a women's scarf.

Free People - Beauty and Wellness Trunk Show On Thursday, April 13 from 6 to 8 p.m. featuring a selection of Free People's best-selling beauty, skincare, and wellness products. Kale Me Crazy will also be in-store serving fresh juices!

Hammer Made - Enter to win a grand prize of six months participation in our shirt of the month program. Winner will be announced at Hammer Made’s grand opening party on May 20.

Levi's - On Thursday, April 13, Levi's is hosting a ribbon-cutting ceremony before their grand opening! Gift with purchase available all weekend-long for $75 purchase. On Friday, April 14, Levi’s is hosting a Grand Opening event from 6 to 9 p.m. The event will include a live DJ and special heat pressed graphics, bites, wine and beer!

Lucky Brand – 30 percent off select styles and 40 percent off already reduced prices through Monday, April 17.

Madewell - Stylings by Atlanta fashion bloggerCity Peach, sips & sweets, and 20 percent off purchases from 3 to 6 p.m.

Pottery Barn - Swing by Pottery Barn from Thursday, April 13 to Sunday, April 16 and enjoy refreshments, bites, special in-store savings and events! Plus, receive a complimentary gift with any purchase while supplies last.

Scout & Molly's - Enjoy a 25 percent off discount all weekend!

South Moon Under - Stop in on Thursday, April 13 to check out the store and the first 50 guests will get to pick a gift card - the amount will be a surprise! Mystery gift cards will range from $5 to $500.

Urban Outfitters - Join Urban Outfitters for a Grand Opening event on April 15 from 6 to 8 p.m. The event will include a live performance by Kodie Shane at 7 p.m., Tote bag and sticker giveaways with any Urban Outfitters purchase, and complimentary non-alcoholic beverages.

Williams Sonoma - On Saturday, April 15, Williams Sonoma is hosting in-store events. At 10 a.m., come in for an American Girl Springtime Cupcake Event. Join us as we bake delicious cupcakes and learn how to decorate them too! Ages 8 to 13. $30 per child. Includes cupcake set. From 12 to 4 p.m., come support the region’s top local food vendors and artisanal producers. Taste, learn and experience products firsthand and hear from the makers themselves.

WHEN: Thursday, April 13 from 9 a.m. to 10 p.m. Schedule of events listed below.

Opening Ceremony | 1st Street and Avalon Boulevard | 9 a.m.: The day kicks off with a special ribbon cutting ceremony at the corner of 1st St. and Avalon Blvd. featuring speeches from community leaders and our ExperienceMakers. After the ribbon is cut and the expansion is officially open, guests will enjoy the very first view of Avalon’s newest additions, including chef-driven dining destinations and best-in-class retailers.

Swag Bag Scavenger Hunt | Concierge | 10 a.m.:Be one of the first 100 guests to stop by Concierge to travel on the swag bag scavenger hunt! Concierge will give guests a special branded “Celebrate Avalon” swag bag and scavenger hunt map which will direct guests to pick up exciting items from participating retailers and restaurants throughout Avalon Boulevard.

Sweets & Smiles | The Plaza | 10 a. m. to noon: Parents and caretakers of little ones are invited to The Plaza for a kid-centric celebration with Avalon. Enjoy family-friendly fun with music from Sir Crazy Pants, interactive games and activities specially designed for tots and more. Treats galore will be available for all to enjoy!

Flavor & Flair | The Boulevard | 2 to 5 p.m.:No need to travel to Madison Avenue or Rodeo Drive for the latest in fabulous fashion. Avalon Boulevard will transform into a fashion week scene with vignettes from our stylish retailers and the latest tunes from DJ Yvonne Monet. Stroll down the Boulevard and get inspired by all the trendy new looks!

Bubbly & Bites | Palmer Plaza| 5 to 7 p.m.: Looking to relax and mingle after work? Visit Palmer Plaza for specialty cocktails and delicious bites from acclaimed Oak Steakhouse and Colletta and enjoy acoustic music as the afternoon turns into evening.

The Boulevard Bash! | The Courtyard on Avalon Boulevard | 7 to 10 p.m.: As the suns sets on the Boulevard, Avalon Insiders will fill the streets to celebrate! Explore Avalon’s newest additions and spend the evening under the stars with craft cocktail stations, special celebrity guests, and fun musical performances for a night you’ll never forget.

WHERE: Avalon

2200 Avalon Boulevard

Alpharetta, GA

For more information on happenings at Avalon, visit experienceavalon.com or find Avalon on Twitter @AvalonInsider, Facebook at facebook.com/AvalonInsider and Instagram @AvalonInsider.

COST: Free to the public

About Avalon:

Avalon is a new experience in the timeless art of living well. In the heart of Alpharetta, this sustainably designed, 86-acre development with more than 500,000 square feet of retail, a 12-screen all premium theater, planned conference center and full-service hotel, Class A office, single-family residences and luxury rental homes infuses resort-level hospitality throughout a walkable, seamlessly connected community of shopping, dining, entertainment, living and working. It’s more than just another place to go, it’s a place to be — a hub of local art and activity that delivers the luxury of the modern South. At 2.4 million square feet and more than $600 million, Avalon is one of the largest projects currently underway in the United States. You can find more updates on Avalon at its website, Facebook page, Instagram or Twitter profile.